Apple's first reality TV show is now live on Apple Music and iTunes. Called 'Planet of the Apps', it follows app developers as they pitch ideas to a panel of celebrity judges, in a bid to make it big on the App Store.
The judges are Will.i.am, Jessica Alba, Gwyneyth Paltrow and entrepreneur Gary Vaynerchuk.
The format is a bit like 'Dragon's Den', or US show 'Shark Tank', in that the budding entrepreneurs have to stand in front of the judges and pitch their idea.
However, they do so while descending in an escalator (making it a literal 'escalator pitch'). The judges then either swipe left or right to like or dismiss the idea, as if they were using Tinder.
Successful contestants will be funded so "they can take the next step to creating one of the great apps of all time", according to Vaynerchuk.
The first episode is available to anyone via Apple Music, iTunes and the show's website. However, the rest of the 10-episode series will only be viewable by Apple Music subscribers.
A new episode will drop every Tuesday.